The Relationship between CSR and CBBE in Sub-Saharan Africa
The Moderating Role of Customer Perceived Value
Bibliographic Data
| ID | 21737491 |
|---|---|
| Authors | Prince Kodua (0000-0002-0874-9759, University of Ghana), Charles Blankson (0000-0002-5948-683X, Ajman University, corresponding author), Swati Panda (0000-0002-1844-8589, Kennesaw State University), Thuy Nguyen (0000-0001-6692-2110, University of North Texas), Thuy Dieu Nguyen (0000-0003-3790-6925, University of North Texas, Texas, USA), Robert Ebo Hinson (0000-0003-3302-4888, University of Ghana), Bedman Narteh (University of Ghana) |
| Year | 2022 |
| Volume | 23 |
| Issue | 4 |
| Pages | 1088-1108 |
| Publication date | 2022-10-02 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of African Business (JOURNAL) |
| Journal identifiers | ISSN: 1522-8916 • E-ISSN: 1522-9076 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15228916.2021.2015835 |
| OpenAlex | W4210874569 |
| Language | EN |
| Citations received | 4 |
| References cited | 59 |
Relying on the concepts of corporate social responsibility (CSR) and consumer-based brand equity (CBBE) to better understand sub-Saharan African urban marketplaces, this article puts forward a conceptual framework whose objective is to a) investigate the effect of CSR on multiple dimensions of CBBE and b) investigate the moderating role of customer perceived value (CPV). Survey data are from 501 consumers in Ghana and are analyzed using structural equation modeling. Findings suggest that engaging in CSR unquestionably improves all aspects of brand equity such as brand awareness, brand image, brand quality, and brand loyalty. We also find that the relationship between CSR and CBBE is moderated by CPV across all CSR-CBBE relationship. These findings have important implications for CSR, branding, international business and marketing in the Ghanaian marketplace
Brand awareness · Brand equity · Brand Loyalty · Brand management · Business · Conceptual framework · Conceptual model · Corporate social responsibility · Loyalty · Loyalty business model · Public relations · Service quality · Sociology · Structural equation modeling · Consumer Behavior in Brand Consumption and Identification · Corporate Social Responsibility Reporting · Environmental Sustainability in Business · Marketing
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Understanding the performance of Chinese high-tech industry and technological innovations on Africa CSR practices
Multivariate data analysis
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Measuring Brand Equity Across Products and Markets
Developing and validating a multidimensional consumer-based brand equity scale
How corporate social responsibility is defined
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Corporate Social Performance Revisited
How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction
On the evaluation of structural equation models
Consumer Perceptions of Price, Quality, and Value
Common method biases in behavioral research
Structural Equation Models with Unobservable Variables and Measurement Error
Self-Reports in Organizational Research
Structural equation modeling in practice
Establishing strategic CSR in SMEs
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Value dimensions, perceived value, satisfaction and loyalty
| Citations per year | 1.33 |
|---|---|
| Citation span | 2023 - 2025 (3) |
| Highly cited | No |